Korean traditional design motifs are experiencing a remarkable revival across multiple industries, from fashion collections and consumer merchandise to retail store architecture, as global fascination with Korean culture continues to expand through the influence of K-beauty and K-pop entertainment.
Fashion retailer LF has launched an innovative collection called "Horok" under its casual brand Hazzys, which debuted on Monday. The collection represents a sophisticated fusion of Korean aesthetic elements with contemporary design sensibilities. Traditional motifs including tigers, chaekgado (classical bookshelf paintings), and pine trees have been reimagined for modern consumers. The collection also incorporates trending earthy color palettes such as khaki and beige, which are currently popular in global fashion markets. "As K-content such as 'KPop Demon Hunters' gains worldwide popularity, global consumers are very interested in directly experiencing Korean culture, fashion and lifestyle," explained an LF company representative.
Starbucks Korea has emerged as a pioneer in integrating traditional Korean design into consumer products, becoming the first coffee company to establish a collaboration with the National Museum Cultural Foundation's brand MU:DS. This partnership has resulted in multiple product lines that draw inspiration from Korea's rich cultural heritage. In January, the coffee chain launched a collection titled "Joseon Meets Coffee," which featured artistic designs depicting a Joseon-era scholar enjoying tea in a traditional garden setting. The product range included tumblers, table mats, and espresso cups, all inspired by renowned artist Yi Han-cheol's masterpiece "Scholar's House Surrounded by Plum Blossoms," which is housed in the National Museum of Korea.
The collaboration between Starbucks and the National Museum continued to flourish in August with the release of seven additional products under the theme "Time of Reflection with the Stars." This collection drew its inspiration from the museum's revered Room of Quiet Contemplation, which showcases two magnificent gilt-bronze Maitreya statues from the Three Kingdoms period, both designated as national treasures. The resulting merchandise included specially designed mugs and small decorative figurines that captured the spiritual essence of these ancient artifacts.
Snack manufacturer Orion has also joined the movement by partnering with the National Museum Cultural Foundation to create the "Bichobi National Museum Edition." This unique chocolate sandwich cookie line features eight distinct cultural heritage designs that appear on both the outer packaging and inner wrapping. The artistic representations include traditional depictions of tigers and magpies, the gilt-bronze Maitreya statue, celadon incense burners, and Irwolobongdo, a classical painting featuring the sun, moon, and five mountain peaks.
The integration of Korean traditional design elements has extended beyond consumer products into architectural and interior design spaces, creating immersive cultural experiences. French luxury brand Hermès recently completed an extensive expansion and renovation of its flagship store located on the first floor of Hanwha Galleria Luxury Hall in Seoul. The renovation nearly doubled the store's floor space and incorporated vibrant patterns inspired by dancheong, the colorful decorative motifs traditionally found on Korean wooden architecture such as temples and palace buildings. These traditional patterns have been applied to the building's exterior, creating a striking visual fusion of French luxury and Korean heritage.
Japanese toy company Medicom Toy opened its first Korean exhibition featuring the popular Bearbrick collectible figures at The Hyundai Seoul in Yeouido on October 1st. The exhibition space was thoughtfully designed as a modern reinterpretation of a traditional Korean garden, providing visitors with an immersive cultural experience. The showcase prominently featured works by Son Dae-hyun, who holds the distinction of being Korea's first master craftsman of lacquerware inlaid with mother-of-pearl and serves as Seoul's Intangible Cultural Property No. 1. Son incorporated his signature chrysanthemum and vine patterns onto the Bearbrick figures, demonstrating the timeless elegance and sophistication of Korean traditional craftsmanship in a contemporary context.
